A recent project on Kickstarter, the global crowdfunding platform, shows how polluted air coming, for example, from a car exhaust can be captured to produce ink. The project originated at the famous MIT Media Lab and received three times the required funds via Kickstarter.
Automotive giant Audi, wanted to create content revolution, to produce a powerful magazine, with content that offered the most meaningful and innovative branded content marketing in the automotive sector. This content also needed to bring warmth and a more relaxed and human tone to the brand, while also reflecting the auto maker’s distinct philosophy and set of values. And, of course, the magazine and associated content are there to promote brand loyalty and drive both new and repeat sales.
The prime focus was to shape a content strategy that would fit the precise needs of Audi and sit at the heart of their marketing operation. This meant creating accessible high-quality content, delivered across a multi-channel campaign that could be used for communication with prospective customers, owners and fans of the brand. This would include all owners (present or future) at different stages of the buying cycle. Crucially, the different strands require subtle changes in emphasis, while the whole editorial collection needs to feel consistent, unified and cohere with Audi’s core marketing priorities.
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Content Director, OgilvyOne UK
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